#PR2024

2023 tested resilience of businesses across industries. The PR sector was no exception. However, amidst the hurdles, we witnessed remarkable successes as companies adapted to new norms, embraced digital transformations, and redefined their focus and priorities.

In the fast-evolving communications landscape, strategic PR is not a luxury but a necessity. Corporates must view PR as a cornerstone of their operations, influencing perceptions, and the pillar of brand reputation – building “trust” that matters. The ability to communicate effectively, even during crises, is a skill set that separates thriving enterprises from the rest.

The integration of data into PR strategies is gaining prominence. In 2024, expect a surge in data-driven PR insights, as PR practitioners we need to decide on how best we will use this date to enable corporates to make informed decisions, understand audiences more precisely, and measure the impact of their communications efforts with greater accuracy.

?In the age of digital spreading its wings wider, Online Reputation Management (ORM) becomes paramount. It's not about visibility; reach and impressions it's about creating meaningful connections with an inevitable brand purpose. Responsibility as Communipreneurs becomes core in an era of misinformation and fake information creating the true meaning of the letter “R” in the abbreviation of “PR”. ?

As we step into 2024, Corporate Sri Lanka is in a position to embrace Strategic PR as a core element of their business strategy. With ESG commitments and focus becoming more tangible because of increasing climate emergency red alerts, consumerism, geopolitical and economical polarization. The ability to connect authentically, engage audiences with your purpose, and navigating an evolving media landscape is key to sustain ones impact.

Here's wishing you all a year of solidarity, and continued growth creating impact that matters. I believe that we are now placed in a more responsible position to drive purpose and being that respected strategic consultant. Let us continue to safeguard and build reputation of your beliefs and what your stakeholders believe in.

"Think Deeper, Communicate Higher, Action Wider with Impact, and Quantify Around" becomes even more significant as I quoted in 2021 end.